Cards work at the newsagency counter, as I have mentioned here plenty of time previously. If you are not pitching cards at the counter for impulse purchase you are missing out on certain sales.
The key to success is product choice. The cards need to look unique, be easily understood and be of a type people will purchase without an immediate use in mind. Here is an example of a card that works well:
I place no more than three cards, in a purpose made stand. I don’t distract from the placement with signage. I find it is better for the cards to speak for themselves.
We have to do anything possible to get more people buying cards and people buying more cards. It is an excellent margins category that can be more valuable for us. But it needs work, by us in-store.